Global Free b2b buy sell marketplace: www.bytrade.com
What I’ve always enjoyed about being a B2B search marketer is the inherent complexity involved in persuading the business buyer. Not only do communications need to speak to multiple stakeholders to the purchase decision, but those stakeholders typically happen to be pretty intelligent people, holding prominent roles in their organizations. Gimmicks definitely will not work here.
So the challenge to B2B search marketers is in determining how to secure multiple buy-ins from a finite and intelligent group, overcome a lengthy consideration process, while mitigating fears over high costs and risks associated with the transaction.
Nobody said this was easy work.
The trick to maintain your sanity, while delivering positive returns on ad spend is to focus on things that are under your control. In B2B search marketing, that means you have to do things a bit differently than in B2C. To succeed, you must:
1) Recognize that business purchase consideration cycles aren’t always linear
2) Let micro B2B conversions show the way
3) Capitalize on navigational search
4) Draw qualitative conclusions from quantitative data
What I’ve always enjoyed about being a B2B search marketer is the inherent complexity involved in persuading the business buyer. Not only do communications need to speak to multiple stakeholders to the purchase decision, but those stakeholders typically happen to be pretty intelligent people, holding prominent roles in their organizations. Gimmicks definitely will not work here.
So the challenge to B2B search marketers is in determining how to secure multiple buy-ins from a finite and intelligent group, overcome a lengthy consideration process, while mitigating fears over high costs and risks associated with the transaction.
Nobody said this was easy work.
The trick to maintain your sanity, while delivering positive returns on ad spend is to focus on things that are under your control. In B2B search marketing, that means you have to do things a bit differently than in B2C. To succeed, you must:
1) Recognize that business purchase consideration cycles aren’t always linear
2) Let micro B2B conversions show the way
3) Capitalize on navigational search
4) Draw qualitative conclusions from quantitative data
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